Home Retail Group
My objective was to help customers feel confident to spend on items for their homes again. To help them reach that point of confidence, I created a logic path towards a strong brand proposition; let’s make life affordable again. This journey needed to be reassuring and understanding, inviting customers to make themselves comfortable in HRG’s new digital home…. ‘our (new) home is your home’, and in line with the communication objectives:
• Needed to reflect where HRG is now and where it wants to go in future.
• Make it easier and more intuitive for people to find the information they want.
• Provide more info about the group and its brands.
• The target goes beyond traditional investors - Enables the user to establish their own priorities, find information, etc…
Observing customers purchasing habits was key to understanding that for some customers a chair around a table could also remind them of a special Christmas dinner with friends and family, or any particular occasion full of those memories that make a house a ‘home’. Hence the new positioning for Home Retail Group, The Home of Homemakers.